This content requires Adobe Flash Player version
or later.
Either you do not have Adobe Flash Player installed,
or your version is too old,
or there is a problem with your Flash installation and we were unable to detect it.
In influence 12 (Culture), one factor was extracted in each consumer product. Values on the component matrix per question related to each product yielded similar results. The Pearson correlation coefficients show that a very high correlation exists (>0.960) between all three the influences identified. The variance explained for all three products amount to 56%, 55% and 57% respectively and this confirms that all three products can be treated as a single entity with regard to culture.
The KMO measure yielded factors above .690 falling in the mediocre range signifying that factor analysis should yield distinct and reliable factors. The Bartlett test of sphericity indicates that each set correlates perfectly with itself (r = 1) but has no correlation with the other variables (r = 0). The Cronbach alpha coefficient for all three data sets equals and exceeds .725 and is thus good for subsequent analytical scrutiny.
Summary of similarities between consumer products The three-point test used to determine the similarity between the consumer products with regard to
each influence revealed strong similarities in each category. In 9 out of the 12 cases the influences loaded onto the component matrix extracted one factor. In the three cases that two factors were extracted there was still a good fit between values loading on factor one and factor two. The values loaded for all products in all categories were primarily consistent and similar. There was also a strong correlation between all three products in all categories items as confirmed in Table 14. The correlation coefficients also yielded similar values and is also shown in Table 14 All three results of the three-point test suggested strong resemblance between consumer products related to influences selected. This suggests all three products used in this study can from this point forward be treated as a single entity.
TABLE 14: SUMMARY OF CORRELATION BETWEEN FMCG PRODUCTS Influence
Comparative analysis by means of the Pearson correlation coefficient revealed an extremely strong relationship between all three FMCG per influence. In all cases, the coefficient exceeded or equalled 0.92 and the three products generated a mean coefficient of 0.98. It can be concluded that for the three products used in this study, it is possible to treat them as a single entity. This signifies that one common marketing, promotions and branding strategy could be adopted for the three products.
A COMPARATIVE ANALYSIS OF BRAND LOYALTY OF COMMON HOUSEHOLD PRODUCTS 405